TAILIEUCHUNG - Lecture Communication research: Asking questions, finding answers: Chapter 7 - Joann Keyton

After reading this chapter, you should be able to: Describe the distinctions among population, sampling frame, and sample; identify the population and sampling frame to select an appropriate sample; argue for how results from a sample are generalizable to its population. | Chapter 7 Sampling, Significance Levels, and Hypothesis Testing Three scientific traditions critical to experimental research Sampling Significance levels Hypothesis testing Copyright c 2001 The McGraw-Hill Companies, Inc. Population and Sample Population – all units (people or things) possessing the attributes and characteristics of interest Sample -- subset of a population Sampling frame -- subset of units that have a chance to become part of the sample Researchers study the sample to make generalizations back to the population Copyright c 2001 The McGraw-Hill Companies, Inc. Defining the Population Choose the dimensions or characteristics meaningful to the hypothesis or research question Must be at least one common characteristic among all members of a population Must develop procedure to ensure representative sampling Copyright c 2001 The McGraw-Hill Companies, Inc. Addressing Generalizability Extent to which conclusions developed from data collected from sample can be

• PR - Truyền thông
• Communication research
• Quantitative communication research
• Qualitative communication research
• Lecture Communication research
• Quantitative research report
• Communication scholars
• Research questions
• Research process model
• Research process
• Research hypotheses
• Quantitative research hypotheses
• Planning research
• Research ethics
• Designing qualitative research
• Research objective
• Organizing resources
• Conceptualizing quantitative research
• Assessing hypotheses
• Quantitative research designs
• Posttest experimental design
• Qualitative research report
• Presenting the data
• Qualitative research
• Mutual simultaneous shaping
• Qualitative reports
• Scholarly research
• Methodological extremes
• Experimental design